Before EOS lip products were introduced, the market for lip products was already over saturated. It wasn’t until EOS creators, Jonathan Teller and Sanjiv Mehra, critically assessed this market that they had the opportunity to produce something unique.

They noticed the similarities in ingredients, the tube-shape, and basic flavors shared by the many lip balm brands; they saw that these products catered to men and women and that they tended to get lost in bags.

In order to stand out, Teller and Mehra used these findings to create a new-and-improved lip product targeted for just women. They envisioned a fun lip balm, with the benefit of healthy ingredients.

The EOS egg-shaped lip balm – the first, round lip balm to be manufactured in many different flavors and colors. At first, they were uncertain about how customers would react. Investors agreed with this sentiment, seeing as many declined their proposal.

Teller and Mehra didn’t let the apprehension get to them. Instead, they invested their own personal finances, and they found distributors worldwide willing to sell EOS products. With their personal funds at risk, the founders become determined to make their creation succeed – and succeed it did.

Now a $250 million-dollar company, EOS is popular among women, as well as younger and older populations. The company prides itself on using cruelty-free, organic ingredients. The larger, round container allows for women to easily find it in the midst of their bag or in their car. Today, the EOS lip balm sells itself, with its limitless variety, velvety outer surface, sweet scents, and the satisfying snap when it closes.

EOS, or the evolution of smooth is celebrating its 10th anniversary! This company will have 35 new products. These products will be launching now through October. EOS is debuting it’s super soft shea lip balm and 100% natural shea lip balm. These items can be found on evolutionofsmooth.com right now, and will be in Target stores and Kohls Stores.

EOS will have some really unique flavors. The soft shea lip balm is made with extra moisturizing shea butter, coconut, and jojoba oils. Some of the flavors are:

EOS lip balms are known as one of the best lip balms on the market. They are rich, smooth, and they are free from harmful ingredients such as paraben and petrolatum. They are safe for the environment, and these lip balms are known for keeping your lips super soft and super smooth due to the wonderful natural ingredients. These lip balms also make the perfect gift for your friends and family.